Thursday, August 30, 2007

Adopt 'a sophisticated approach to a difficult problem'


Making Marketing Happen
Brian D. Smith


Both ‘marketing’ and ‘strategy’ would rank highly in any list of the most abused words, laments Brian D. Smith in Making Marketing Happen ( http://www.elsevier.com/). “Worse still, the process of strategic marketing planning is easily lost under a pile of jargon and acronyms in which nothing has a single definition and each definition is vague and misleading.”

So, the author cuts through the maze of definitions and presents the core process of marketing-strategy-making as a blend of three things — understanding the market, choosing the strategy, and creating the action plan. A chapter on the first factor, ‘understanding the market’, begins with this quote from H.H. Williams: ‘Furious activity is no substitute for understanding.’

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